Tuna Traffic's Saravanan Shanmugabaskaran and Mike Zielonka speak the Wisconsin Chapter of Society of Marketing Professional Services about Mobilizing your brand.

1. Mobilizing Your Brand
Presented by: Mike Zielonka & Saravanan “Sud”
Shanmugabaskaran
SMPS
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2. Tuna Traffic
Saravanan “Sud” Shanmugabaskaran
Director of Client Solutions
Mike Zielonka
Director of Web Strategy
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3. Tuna Traffic
We help our clients get found online and “on
ground”
Web & Graphic Design
Search Engine Optimization
Social Media
Email Marketing
We bend technology to meet your needs
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4. Mobilizing Your Brand
Mobile Website Development
Smartphone Apps
Next Generation Social Media & Widgets
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5. Is Your Site Ready?
How does your company’s website look on a
smartphone?
According to Google, around 60% of people
are unlikely to return to a site that’s not mobile
friendly.
User engagement increases with a mobile-
friendly design.
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6. Is Your Site Ready?
HOW AM I SUPPOSE TO NAVIGATE
ON THIS SMALL SCREEN?
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7. Whole Lifestyle Nutrition Is
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8. Why Do I Need a Mobile Friendly
Site?
1-in-7 Searches are mobile
Mobile Searches have grown by 4x since 2010
By 2013, more people will use their smart
phones to get online than PCs
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9. Build It and They Will Visit?
They are already visiting! I just built a
mobile site,
people will
Dude, we visit!
were already
visiting…
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10. But There Are So Many
Devices…
Different devices:
iPhone
iPad
Android
Blackberry
Windows
Different screen sizes
Do I need to build a separate site for each?
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11. Mobile Website Development
Users expect their mobile experience to be as
good as their desktop experience
Giving your visitors a “warm fuzzy” mobile
experience will help your brand
Have you been frustrated when a site is not
mobile?
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12. Interactions of Mobile
Audiences
What kind of interaction do we give our mobile
visitors?
Give them business information
Let them browse & interact with data
ecommerce, recipes, blogs, social media, etc
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13. What Problem Do You Want To
Solve?
Mobile vs Tablet vs Laptop UX may vary
BUT the root problem you are solving stays the
same
If you are a baker…you want to sell more
cupcakes no matter what device a visitor is using
What problem do you want to solve?
How can Mobile add to your marketing
strategy?
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14. 3 Types of Mobile Solutions
Responsive Web Design (RWD)*
Separate Mobile Site
Native App
*Tuna Recommended
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15. Desktop Sites
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16. iPad
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17. iPad
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18. iPhone
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19. Responsive Web Design
What is Responsive Web Design (RWD)?
A website designed to dynamically respond to
the device screen it is being viewed on
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20. Fixing Our Problems With
Responsive Web Design
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21. Fixing Our Problems With
Responsive Web Design #2
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22. Fixing Our Problems With
Responsive Web Design #2
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23. RWD Advantages
Advantages
Your site responds to the device’s screen size no
matter what width or height
It is Google’s recommended method for mobile
sites
The majority of websites will greatly benefit from
a RWD implementation (very complex sites such as eBay
would have a near impossible mission to deliver a full responsive
site)
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24. RWD Disadvantages
Disadvantages
There are some scenarios where it can be more
expensive than 2 sites
Supporting older browsers can be troublesome
Creating certain outcomes or elements for UX or
UI can be complex
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25. RWD Best Practices
Keep it Quick Simplify Navigation
Mobile users are Use big navigation
usually short on time buttons
Don’t list everything
Fasssst server
Have search available
Less is More
White space is your
friend
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26. RWD Best Practices
Be Thumb-Friendly Design for Visibility
People use their thumbs! Make it easy for
Use large buttons customers to read
People are already
squinting their eyes!
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27. RWD Best Practices
Make it Accessible Make it Easy to Convert
Your site should work Touch to call phone
across all mobile numbers
platforms and
orientations
Do NOT use Adobe Flash
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28. RWD Best Practices
Make it Local Make it Seamless
“find a store near you” If you have a login
Easy maps integration portion of your desktop
site, make the same
accessible via mobile
Maintain key features as
much as you can
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29. RWD Best Practices
Listen & Learn from your mobile data
Use analytics to help you make better decisions
on what to display
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30. There’s an App for that
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31. There’s An App For That
Smart phones are here to stay…
How can our businesses benefit from a
smartphone app?
Apps for customers & Apps for internal business
customers
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32. Benefits To Our Business
Connect with your on-the-go customers or
employees by giving them convenience
Make processes easier and streamlined
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33. Benefits To Our Business
Competitive Advantage
Drive better customer service than your competitors
Keep up with the Jones’
Strengthen your company’s brand
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34. Tuna Engineering Co
Tuna Engineering Co – Customer Proofs
Creates iPad App to streamline processes
Notifies client via APP and email that proofs are
complete
Client uses iPad app to approve proofs, add notes and is
able to “scribble”
Everything is digital and
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35. Tuna Engineering Co
Tuna Engineering Co - Service
Client has issue with product
Client logs in to firm’s app
Makes service ticket, takes photo with iPad,
comments on problem and submits to firm
Firm’s field agent goes to client, pulls up service
ticket on iPad and makes notes etc.
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36. What Can We Do With Apps?
Collect Payment List up-to-date pricing
Have your customers for your customers
reach support easily Give customers tips on
Notify your customers your products/services
with updates
Get information from
your customers
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37. But Apps are so expensive!
How do they work?
How can we build them?
What drives the content?
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38. Different Platforms
Apple, Blackberry, Android, Windows
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39. What is a Native App?
Native App
Made specifically for each mobile device
Must be purchased and downloaded through
an App Store or marketplace.
Must meet requirements of smart phone’s
operating system
Analytic data can be collected from the user’s
phone
Can be costly – Average is $8,000 for a small app
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40. Examples of Native Apps
Facebook
Amazon
Subway
NFC checkout
Pizza Hut
City of Columbus
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41. City of Columbus App
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42. What is a Web App?
Web App
Internet enabled apps
Think of it as a website built like
an app.
Accessed through the device’s
mobile browser (ie: Safari)
Lower cost
May not be able to use all of the
phone’s features
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43. What is a Web App?
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44. Native vs Web App
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45. Next Gen Social Media &
Widgets
Mobile Friendly Emails
Social Media Management in one location
Social Media Widgets = Interaction
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46. Mobile Friendly Emails
Our clients use their phones to stay connected
all the time
Lets make sure they can read our Marketing
emails!
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47. Solutions for Mobile Email
Marketing
“If you’re having trouble viewing this email,
click here”
Add link to email content that will be hosted on
your website (mobile friendly)
Have your templates designed to scale down
easily with % based dimensions as opposed to
fixed dimensions. 100% vs 100px
Use an email marketing tool
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48. Mobile Email Best Practices
Keep your emails width Less than 600 Pixels
Fonts need to be larger, content needs to be brief
and precise
Call to actions should be in the best real estate
First sentence is SUPER important because that is
what shows in the preview
Avoid Tiny Nav Bars
Use single columns
Short subject lines
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49. Email Marketing Tools
Email tools have Mobile Templates
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50. Our Favorite Email Tools
Mail Chimp Constant Contact
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51. Social Media Management
Facebook, Twitter, Pinterest, Google+ ….what?
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52. How Do We Manage?
How can we be smart about Social Media
Management for business on mobile?
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53. Social Media Dashboards
A one stop shop for all your social media
management
Manage multiple social profiles
Schedule updates/tweets/posts
Track your brand mentions
GREAT analytics & reporting
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54. Mobile Social Media
Dashboards
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55. Social Media Dashboards
Collaborate with your marketing team
Interactions are captured in one place
One login for all accounts!
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56. Social Media Widgets =
Interaction
Social media is one of the best ways to drive
interaction for your business
How do we make it easy for our readers to
share and comment?
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57. Social Sharing Widgets
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58. Social Sharing Widgets
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59. Social Sharing Widgets
Make it easy to Share, Tweet, etc
Very easy way for us to get our content in front
of thousands of people
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60. THANK YOU!
tunatraffic.com
@tunatraffic
fb.com/tunatraffic
info@tunatraffic.com
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